Are you an advertiser running a PPC campaign? Is there something not quite right with your paid search costs? Does your performance data contain unexplained anomalies?
Have you heard the term ‘click fraud’ bandied around the internet and think that you could be its next victim?
I realise that while writing this introduction I was beginning to sound like a fear-mongering, consumer-based TV show that makes even the most rational people think twice about leaving the house after dark, so I'll stop here.
Is click fraud something you should be aware of, and if so, to what extent does it affect your PPC campaign?
Following on from my last article exploring ‘percentage of spend’, I now turn my attention to ‘performance based’ agency models.
In essence, any paid search program should be performance based i.e. the agency and client should agree the strategy, objectives and KPIs, of which the agency will then be measured against.
The distinction in this instance is when the remuneration of the agency is directly linked to the financial performance of the paid search campaign.
During the festive period Boxing Day becomes the second hive of frenzied shopping activity as people look to grab as many bargains as they can in the post-Christmas sales.
Last year IBM reported that Boxing Day sales returned to their pre-Christmas peak.
Here's my five top tips for how you can get your ecommerce site ready for this next busy shopping period.
This year we hosted our second Digital Cream in Shanghai, and because we liked the venue so much from last year, we decided to hold it again at exactly the same place.
There’s something quite enthralling to be running our Digital Cream senior marketers’ roundtable gathering at one of the top night spots in town, especially when it’s located in mainland China.
There’s the stunning skyline view of downtown Shanghai, the Huangpu tributary of the Yangtze river running through the vibrant metropolis, and the feeling that you’re somewhere incredibly special and, dare I say it, more than a little auspicious.
In late 2012, Econsultancy published the latest edition of its Marketing Attribution Management Buyer’s Guide, at a time when attribution was a particularly hot topic for marketers.
Vendors were furiously marketing their attribution platforms, and there were blog posts galore on the subject. Since then, talking about attribution, particularly in the same breath as the dreaded term ‘big data’, appears to have gone somewhat off the boil.
Or so I thought, before attending a recent Econsultancy roundtable on the subject of marketing attribution, where discussion and debate was as lively as I have seen at a roundtable.
The ever-evolving media landscape presents significant challenges to marketers.
Brands are now required to work out how best to communicate across a growing number of channels ranging from traditional media to digital environments, all the while maintaining a consistent message and identity.
To find out how marketers are adapting to deal with the change in the way that people engage with media channels, Econsultancy and Mediaocean have today published a new report entitled Managing Media Convergence.
The report is based on a survey of 124 agencies as well as in-depth interviews with 18 executives from agencies and brands, all with significant interest and experience in managing media.
When you hear the phrase 'cyber security', what springs to mind?
On the face of it, cyber security is often assumed to be purely technical: it could be described as protecting IT from viruses, malware and other threats that just keep growing in the digital age.
To take it one step further, cyber security is about protecting information that we create, share and store in ever-advancing ways from those threats.
When we really think about the role, value and use of information, we start to see that cyber security is about much more than purely technical issues.
However, it's when we look at the threats, and how those threats become reality, that we can truly understand that cyber security is, at its heart, about people more than it is about technology.
With 'new' disciplines like content marketing emerging all the time, as well as lots mergers and takeovers, the digital agency landscape is complex and ever-changing.
This is shown by the starchart below, put together by Jack Hagley for Neil's Recruitment. It's also a canny piece of content marketing.
You can see the chart below, and it's also worth checking out our Top 100 Digital Agencies report, a guide to the top agencies, with info on income, services and more.
Paid search marketing has many names, wears many guises and works alongside many other nebulous terms.
Search engine marketing (SEM), search engine optimisation (SEO), pay-per-click (PPC), cost-per-click (CPC), cost-per-impression (CPM) search engine advertising, sponsored listings, paid for placement, and that’s before you get to services provided by the search engines themselves – Google AdWords, Yahoo Bing Network.
It’s a lot to wade through.
As a relative newcomer to the digital marketing world, I've decided to begin a series of 'beginner's guides' to uncover what is meant by certain terms, trends and technological advances in digital; being both a travel guide and a personal investigation.
Last week I covered Native Advertising, this time I’m going to take a look at paid search. If you’re an expert in the field, this article may not be for you, however please feel free to leave any advice or guidance in the comments below.
An effective site search tool is hugely important tool for ecommerce as it’s a common way for shoppers to navigate sites and find products.
In fact up to 30% of visitors will use the site search tool and these tend to be highly motivated shoppers who know exactly what they’re looking for.
The speed in which results are returned is very important, but there are also many other factors that influence the overall user experience and could be the difference between making a sale or losing a potential customer.